Hybe Co., the entertainment powerhouse behind global K-pop phenomenon BTS, experienced a significant financial setback as its stock value plummeted nearly 15% on Monday. This sharp decline followed the highly anticipated reunion concert that attracted approximately 104,000 attendees—substantially fewer than the projected quarter-million fans.
The event, held at Seoul’s Gwanghwamun Square on Saturday, marked the first collective performance by all seven BTS members since their 2022 hiatus began for mandatory military service. Jin, Suga, J-Hope, RM, Jimin, V, and Jung Kook returned to the stage performing tracks from their new album ‘Arirang’ alongside established hits including ‘Butter’ and ‘Dynamite’.
Despite the lower physical attendance, the concert—which launched the group’s 82-date sold-out world tour—achieved massive digital reach through Netflix’s live streaming to over 190 countries. Industry analysts suggest the streaming availability, combined with stringent crowd control measures implemented by authorities, likely contributed to the reduced in-person turnout.
The financial implications for Hybe are particularly significant given BTS’s role as the company’s primary revenue generator. During the group’s extended military service period, Hybe reported considerable declines in operating profit, highlighting the substantial dependence on the band’s commercial success.
In a positive development for the label, Big Hit Music announced that ‘Arirang’ sold an impressive 3.98 million copies on its first day of release. However, this achievement was overshadowed by the stock market reaction to the attendance figures.
The competitive landscape has evolved dramatically since BTS’s last tour concluded in 2019. The group now faces intensified competition from both real-world rivals including Blackpink, Seventeen, and Stray Kids, and fictional entities such as Netflix’s KPop Demon Hunters franchise. According to Reuters and Bloomberg reports, Netflix is planning a virtual world tour for its animated K-pop group, potentially launching next year to promote a sequel to its successful film.